A Freight Comparison Website Review

1.What did you hope that your website would do for your company?
What is/was your website strategy?

 

Clicks through to freight providers. Revenue whilst you do something else.

 

2. Why should I deal with this company?
Trust, differentiation and availability

 

No staff pictures…a huge issue in all online businesses! Why are they different remains unanswered (Unlike other freight providers,…..) All online, only a few options for telephone contact etc, Calls to Action needs slight modification..eg change “Contact Provider” to “Get “Formal” Quote from Freight Company” ??? Incoprorate CC’s ultimate Call to Action! Look for “The Ultimate Enquiry” on Google. Also check out “Internet Tragedy” on Google…yes, that’s me again!

 

3. Will Google and humans also like this website?
- Correctly written online copy and tags  ….7/10 Copy, search phrases and tags need checking. Are they bringing in the most/best traffic?…research to do!  More landing pages to write up. The site is light on copy and content. Google love BIG sites with copy being added regularly.
- Text, Fonts and Colours …7/10 Probably correct for the business type/style. More bullet points would help with the reading of your offering.
- Tone and Voice. You and We. ….needs more of “What’s in it for them” Needs an external copy writer. Review site again from the position of “Recognition, not Recall”. That means understanding it intuitively and not having to work it out. Can I whizz through the site and understand what’s happening when?

- Calls to Action and Enquiry Forms. 8/10 Tiny final polishing to do.

 

4. Is this a corporate inward looking online brochure or an outward looking customer centric website?
Designed for Lead generation, Brand Reinforcement, B2B, B2C, Ecommerce?

 

8/10 Outward looking B2B quasi e-commerce. lead generation. Final polishing to do.

 

5. Likelihood of achieving a commercial success with your website. More click throughs…single or “multi quotes”? Contact just 1 v Contact All  !! Needs more traffic. PPC campaign needs optimising. This means reducing PPC spend by having better quality landing pages. More relevant landing pages create a better user experience and Google reduce the cost per click accordingly. Using your PPC account would be a great tool for checking key phrases and likely increased traffic. I suspect that one or two of your home page key phrases are not performing very well. More extra pages and therefore more “entry pages” would be very beneficial for extras traffic. Likelihood of potential future commercial success….8/10

 

 

Copy, copy, copy, blogs and additional entry pages, Calls to action/improve enquiry rate numbers. An external view is needed. If you have an SEO company, review their activities. I can sit with you when they visit your office. I have some questions for them!

The site needs some addditions and some clever polishing up here and there. No “core offering” needs actually changing. You just need to be more visible online …CC and get famous offline…see P Downey esq.

I would also like to add the question: How are you building long term value into your business? If you decided to sell tomorrow “What do think the value is of your company?” Having sold 2 businesses myself, the answers are not what I expected! I was both disappointed and surprised what “value” really is.

This question is very difficult and reveals whether it’s an online venture or a real business.

When you are ready, let me know ….. etc.